There is a popular English phrase – ‘Catch Them Young’. The
meaning of this phrase is that if you make the youth your customers, which is
early on in their life, then you can expect to retain them for the longest
period of time. Airlines have also embraced this phrase. Youth are one of their
target markets. The airline do make all possible efforts to encourage students
to travel by flying instead of using the road transportation.
The airlines provide discounts on fares for students. They
just have to show their valid IDs as proofs that they are currently the
students. Discounts on fares enable them to fly cheap and be within their budget. Sometimes, airlines also provide additional baggage allowances to them. These are the two
most common offers which the airline make to the students. However, there could
be many other flight deals that could also be offered to them.
Now, why are cheap student flights and special allowances offered?
The reason is that students have more energy and willingness to travel. More
importantly, they have the time. The only constraint which they might have is
that of limited sum of money and constrained budgets to spend on travel. Despite
this limitation, they are still an attractive market for the airline because of
the potential these hold for the future. The nice memories of flying with a
particular airline are etched on the minds and these airlines become the
preferred choice for future, as and when the students grow up and begin to
earn.
If the airlines do have to retain the students as future
customers, it shall be able to match their expectations of after-student life.
This requires innovation in product and service offerings that matches the
changes that happen as per their life cycle.
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